Creating Stories Through Wood
One thing Jeff Holdorf has learned through the years is how his products create stories and start conversations. Whether it's a lake map, a piece of local history, or a handcrafted gift, there's usually a memory or personal connection intertwined.
“Some of our favorite conversations start when someone points to a lake map and says, ‘My family had a cabin right here,’ or ‘I learned to fish in that bay.’ Those stories are part of what makes this community special, and they're a big part of why we do what we do,” Jeff shared. “Because we're so invested in the history and character of the Iowa Great Lakes, we enjoy not only telling those stories, but hearing them as well.”
These stories provide inspiration for Jeff and his artwork. He doesn’t claim to invent everything from scratch, but whatever he creates has an Okoboji twist. “I pay attention to what others are making and what customers are excited about,” Jeff said. “I want to design something that resonates with people.” He added that some of his favorite projects for Okoboji Trading Company have come directly from conversations with customers. They show him a picture or describe an idea and the two collaborate on how to make the piece especially unique to that particular person.
Other ideas come from observing the area and hearing its stories. “A historic building, a lake scene, a boat, a landmark, or a memory can become a layered diorama or a custom piece that captures the spirit of Okoboji,” Jeff explained. “Sometimes inspiration comes from asking a simple question: ‘How can I tell that story in wood?’”
Jeff starts by sketching out the design, whether it’s a provided sketch, a personal idea or a customer request. Then he uses a combination of design software, laser engraving, CNC machining and traditional woodworking techniques to bring the project to life.
“I’m not interested in making products just because they look nice. I wanted to create pieces that make people feel something. When someone sees one of our lake maps, a diorama, or a custom sign, I want it to remind them of summers at the lake, family traditions, time on the water, or the memories that make this area special,” Jeff added. “At the end of the day, people rarely buy a piece of wood. They buy the memory, the feeling, and the story that goes with it. That's where most of my ideas begin.”
Whenever possible, Jeff sources the wood locally, purchasing from a variety of nearby sawmills and suppliers throughout Iowa and the surrounding region. Some of his lumber comes from the Fostoria area, Estherville, and some from suppliers as far away as Sioux Falls. He also purchases some lumber from his landlord's father, a longtime farmer in the Cherokee area.
“I've even made trips into the Ozarks to purchase beautiful Missouri walnut and cherry,” he said. “While I occasionally source materials from farther away, I prefer to use local wood whenever I can because I think it helps connect our products to the region they represent.”
As for equipment, his shop combines traditional woodworking tools with modern technology, including laser engravers, CNC machines, and the standard equipment generally found in a woodworking shop.
“The real advantage comes from combining those technologies. A laser allows us to create incredibly detailed engraving and precision-cut artwork, while the CNC allows us to carve, shape, and create three-dimensional projects that would be difficult or impossible by hand,” Jeff explained. “But having both capabilities opens up almost endless possibilities. There really isn't much we can't create using one machine, the other, or a combination of both. Whether it's a bathymetric lake map, a layered diorama, a custom sign, or a one-of-a-kind gift, the process usually involves finding the right combination of craftsmanship, technology, and creativity to bring the idea to life.”
How It All Began
Five generations of the Holdorf family have lived in Spirit Lake since 1869, immigrating from the Schlesswig Holstein area of Germany. Jeff graduated from Spirit Lake High School in 1987 and attended both the University of South Dakota and Iowa State University, receiving a degree in history and English. However, his career took him in a very different direction, as he spent over 35 years in the automotive industry. He worked his way from service writer to store manager and eventually into executive leadership roles.
“Ironically, despite eventually starting a woodworking and laser engraving company, I had very little formal woodworking background. I didn't even take much wood shop in high school,” Jeff shared. “I've always been interested in making things and working with my hands, but woodworking began as a hobby rather than a career path.
When COVID came along, it gave Jeff an opportunity to take a step back and think about future steps. What started as a hobby gradually became something more. “I decided to turn that interest into something productive, combining creativity, craftsmanship, and storytelling into a business that reflected both my skills and my passions,”
he added. “Looking back, it may seem a little crazy that someone with a history degree and a 35-year automotive career ended up running a woodworking and laser engraving company. But in many ways, the journey makes perfect sense. Every step along the way taught me something about people, problem-solving, and creating something meaningful—lessons that continue to shape Okoboji Trading Company today.”
Okoboji Trading Company
The idea behind the Okoboji Trading Company began while Jeff was living in the Minneapolis area. Unrest in the Twin Cities in 2020 pushed Jeff to come back to Spirit Lake and he ventured into a new hobby.
“At the time, I was still working in the automotive industry, but I had started acquiring equipment and exploring woodworking, laser engraving, and the possibility of creating products of my own. Even then, the Iowa Great Lakes remained home, and the name reflected that connection,” Jeff said.
Moving back to Spirit Lake jumpstarted his new chapter and Okoboji Trading Company became more than just an idea. Like many businesses, Jeff got his start by establishing booths at local farmers markets, vendor fairs, craft shows and community events.
Several years passed, and in 2023, Jeff opened his first storefront in the historic Antlers Hotel in Spirit Lake. Today, he is located in the Old School Mercantile in Arnolds Park and specializes in patriotic art, personalized signs, and CNC and Laser Designs, often geared towards the Iowa Great Lakes area. Ironically, he said his display is located in what was once his Kindergarten classroom. He also features several signature items on display at the Iowa Great Lakes Maritime Museum and is often found at different farmers markets throughout the week.
For more information on Okoboji Trading Company and Jeff’s handiwork, visit okobojitradingcompany.com.
“If you’re in the area, stop into the Old School Mercantile. We’d be happy to tell you a story or hear one of yours,” Jeff said. “At the end of the day, the equipment is just a tool. The goal is always the same: create something meaningful that people will be proud to display, use, and pass along for years to come.”
Overcoming Tragedy
Devastation hit the Holdorf family home on March 5, when a cooking fire quickly tore through the house and Jeff lost much of his supplies. The fire destroyed their home as well as the woodworking shop. He was thankful the laser shop survived and he’s been able to gradually replace inventory.
“This continued to allow us to work through the recovery process,” Jeff said. “One unexpected result of the fire was that it pushed me to fully embrace a CNC machine I had imported the previous year. In many ways, the CNC has allowed us to expand our capabilities beyond what we could do before.”
Recovery from the devastating fire is still ongoing but Jeff continues to move forward and build for the future. “The support we've received from family, friends, customers, and the community has been humbling and has played an important role in helping us continue moving forward,” he shared. If you’re like to donate towards their rebuilding fund, visit https://gofund.me/c2f864875.